Why Media Relations is More About Content Than Contacts
One of the most common questions we hear from prospective clients is: “Who do you know in the media?” Understandably, companies want to work with publicists who are well-connected. The term “media relations,” after all, implies the importance of relationships. But while contacts can open doors, it's ultimately a deep knowledge of content that fuels success.
This content knowledge is more valuable than contact knowledge in media relations. The media landscape is constantly evolving: newsrooms are leaner, journalists switch roles, and publishing standards change. In this shifting environment, a solid contact list might get your email opened, but only a compelling, timely and relevant story will earn you coverage. The odds of securing media attention are substantially increased when you are able to deliver a story or source that fills the need of the contact you’re pitching. And that starts with a thorough understanding of the media landscape, not just simply who to pitch.
The Limits of Contacts in Media Relations
There's no denying that relationships matter. Having a friendly rapport with a journalist can lead to quicker responses, more openness to story ideas and even valuable insights into what a reporter is currently working on. But knowing someone at an outlet is never a guarantee of placement.
Journalists receive hundreds of pitches daily. Even if they know you, they won’t bite unless the story serves their audience and fits into their editorial calendar. Coverage is earned, not owed, no matter how strong the relationship.
Content Knowledge Is Critical
What really sets successful media relations professionals apart is an in-depth understanding of the media ecosystem. This includes knowing what stories resonate with which outlets, the formats reporters prefer and their editorial cycles. Every program, news website, podcast, magazine and newspaper has a particular publishing format that they follow. This could include a weekly segment that features the latest technology news, a monthly interview with a leading brand executive or a recurring feature that digs into a particular aspect of running a business. The more a publicist understands these nuances, the more likely they are to craft a storyline that fits within the needs of their media targets.
Take, for example, a PR team working with a retail brand seeking more executive visibility. The team may have connections at publications like The Wall Street Journal, Business Insider, and retail trade outlets. But if there’s no news to announce—no product launches, funding rounds or strategic changes—the burden falls on strategic storytelling.
Rather than relying solely on a contact to "do you a favor," a seasoned publicist knows to align pitches with ongoing editorial themes. Perhaps they pitch the executive to Retail Brew’s weekly “Coworking” series, which runs in their newsletter every Wednesday. Pitching the retail CEO for a weekly column that must be filled creates a stronger chance of coverage. That’s not just PR savvy, it’s leveraging important content knowledge into action.
Strategic Storytelling Wins Coverage
Content-driven media relations means identifying the narratives that will best resonate with a publication’s coverage. It requires understanding what recurring opportunities exist, what reporters typically cover and what formats (e.g., Q&As, op-eds or expert roundups) they use. Publicists who master this approach can spot story opportunities others miss, even without a direct line to a reporter.
This strategy is also more scalable. You may not know someone at every publication, but if your pitch fits like a glove with the editorial direction, it’s far more likely to succeed. In this way, the best publicists leverage good content to create new relationships, instead of relying solely on old ones which can limit their reach.
The Bottom Line
In the end, the most effective media relations strategies are those built on substantial media content knowledge, not just Rolodexes. Contacts may get your foot in the door, but it’s content knowledge that will drive ongoing success when engaging with the media. By prioritizing storytelling, context and a deep knowledge of the media landscape, publicists can deliver real value to clients and journalists alike.